Storefronts

Just back from a spring trip to New York, I had a great idea for this article. I remembered that, as I walked on 5th Avenue, known for its designer label boutiques, I was lost in thought.

Just back from a spring trip to New York, I had a great idea for this article. I remembered that, as I walked on 5th Avenue, known for its designer label boutiques, I was lost in thought. My eyes riveted to the storefronts, I daydreamed about the summer heat, flowers, the sun...suddenly forgetting the 12°C weather and cold wind of spring. And, for a very brief moment, I had a glimpse of summer!

Every day, we're exposed to the arts in all its forms: music, film, graphic advertising...But it's only now that I realize that visual display is an art form on par with others. You cannot imagine all the work and all the research that goes into it, just to make you look away, even for a second.

Still, this work is all about marketing and advertising. Storefronts directly impact our consumption, because their main goal is to appeal to the senses, awakening the consumer, desire and lust within you. They entice you to make a purchase, sometimes impulsively, occasionally after some consideration.

This art is also designed to give you a glimpse of what lies ahead, urging you to discover future trends. If you want to be au courant, you cannot ignore it. So if you move with the times, like I do, you simply must get what's in the windows...because if it's there, it's the very latest...

Although storefronts are, from a strictly retail point of view, a form of well-targeted advertising, they may actually mean much more to you. If you really think about it, they make the transition between seasons easier. For example, flowers appear in windows way before the spring thaw. Plus, storefronts have a way of getting you into the spirit of whatever holiday is just around the corner.

This summer, as you stroll through streets lined with shops, take a moment to gaze at the windows. Admire the talent and work of the artist behind them, rather than just their retail dimension. Who knows, maybe you will get lost in your daydreams, as I did, transforming a gray, rainy day into a day bursting with colour.

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